Personalization in printing: how marketing approaches are changing

Abstract

This paper explores the impact of personalization on the printing industry and the evolving approaches to marketing communication. The study examines Variable Data Printing (VDP) technology as the foundation of personalized printing, enabling the creation of unique materials tailored to each consumer. Practical examples of such solutions in advertising, packaging, and publishing are analyzed. The advantages of a personalized approach in increasing the effectiveness of advertising campaigns and fostering emotional connections with the audience are identified.